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Your Brand Is Not My Friend: Twin Cities Version

The Classic "Your Brand Is Not My Friend" presentation adapted for the students at MCAD and for the Conversations About the Future of Advertising Series<br><br>

alanwolk
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Your Brand Is Not My Friend: Twin Cities Version

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  1. catfoa.blogspot.com @catfoa

  2. Your Brand Is Not My Friend Presented by Alan Wolk

  3. Ad agencies are no longer about selling

  4. They’re about “storytelling”

  5. and “engagement”

  6. They want to be our friend

  7. But

  8. But Your Brand Is Not My Friend

  9. Ads used to deliver news

  10. Then they became all about branding and image

  11. Then they became all about branding and image

  12. Then along came The Real Digital Revolution

  13. Google changed everything

  14. Now we can fact check ad claims

  15. Now we can fact check ad claims

  16. And see what other consumers think

  17. And see what other consumers think

  18. This has resulted in a complete change in consumer behavior

  19. Before

  20. Before AD

  21. Before PURCHASE AD

  22. Before PURCHASE AD Now

  23. Before PURCHASE AD AD Now

  24. Before PURCHASE AD AD GOOGLE Now

  25. Before PURCHASE AD AD GOOGLE PURCHASE Now

  26. AD GOOGLE PURCHASE That’s huge

  27. Changes how we buy a car

  28. Before: limited resources

  29. Before: limited resources

  30. Before: limited resources

  31. Before: limited resources

  32. Now: Full range of resources

  33. Now: Full range of resources

  34. Now: Full range of resources

  35. Now: Full range of resources

  36. Now: Full range of resources

  37. New & improved needs to mean it

  38. Faster!! Limited Time Only!!! New & improved needs to mean it

  39. Your product needs to be buzzworthy

  40. You want people talking about your product

  41. You want people talking about your product

  42. It’s all about getting to Google

  43. Once this happened, print and TV couldn’t close the sale anymore

  44. They could offer compelling facts or create an image

  45. So marketers looked at online

  46. Microsites weren’t working: why would I go to one?

  47. Neither were banners

  48. When we “surfed” the web, banners took you someplace just as interesting as where you were

  49. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad

  50. New ways to “engage” customers were needed

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